A content cadence a four-person marketing team can actually sustain
Publishing plans die on the second month. Here is a rhythm built around the constraint that matters: expert time.
Most content calendars are written for the team the company wishes it had. The plan calls for two articles a week, a monthly webinar and a podcast, and by March the blog has one post titled “Welcome to our new blog”.
The constraint in B2B content is not writing capacity. It is access to the people who know things. Plan around that.
The monthly unit
One anchor piece per month: a guide, a piece of research or a detailed case study. It needs roughly two hours of expert time, spread across an interview and a review. Everything else that month is derived from it: a LinkedIn essay, a newsletter section, three short posts and a sales-enablement one-pager.
The quarterly unit
Each quarter, one of the three anchors is promoted into something larger: a webinar, a piece of original data or a partnership. This is where the budget goes, and it is chosen after the fact based on which anchor got the most engagement from target accounts.
What to stop doing
- Weekly blog posts written to hit a count.
- Anything that requires a different expert every week.
- Formats the team has never produced before, launched in the same quarter.
Twelve anchor pieces a year, each one good, is more than most competitors manage. Start there.
